A report commissioned by Nescafe, makers of the Dolce Gusto coffee machine, a new and exciting way to enjoy deliciously stylish coffee, the first product to appear on TV under the new rules, and available from £88.99, showed that since the rules were relaxed sales have been positively affected by the use of product placement on TV shows.
Mark Wilson, marketing manager for Nescafe UK says ‘Since we had our new Dolce Gusto coffee maker appear on an episode of This Morning we have seen a 22% like for like sales increase for our machines. This is great news for us and also means that thousands more people can now enjoy delicious cafe-style coffee in the comfort of their own home. We are now exploring several other new ways to bring our range of great products to the attention of a wider audience and are looking closely at the more relaxed media of online news reporting.’
Retailers Argos have also reported a boost in sales of the machines since their appearance on ITV morning television, with almost 50% more customers coming into their stores finding it, getting it, and indeed Argossing it, than in the previous period.
This success story over the last 2 months has been echoed by many other companies that have taken advantage of the change in rules that came into effect from the end of February. Since the AA came to the rescue of Tracy Barlow on an episode of Coronation Street the breakdown company, and 4th emergency service to their members, have reported a huge increase in new memberships.
With results like this it would seem reasonable to expect television sets up and down the country to see increasing product placement, including those people experiencing the next generation in TV viewing with Sony Bravia’s stunning new range of full HD 3D TVs, packed with cutting edge technology and available now from as little as £799. But not everybody is convinced that this opportunity is for them, as Tony Lewis from Thornton’s tells.
‘At Thornton’s we have a lot of delicious and varied products, all of which have been lovingly made to the highest standards for over 100 years by our skilled craftsmen. We have built our brand over time on a reputation for fantastic taste, uncompromising standards and still reasonable prices. People know that when you purchase a box of Thornton’s chocolates you are not just buying chocolates, you’re buying a mouth-watering taste experience. To shamelessly plug them at any given opportunity would cheapen that reputation for outstanding quality.’
*All brand names and advertising slogans in this piece were shoe-horned in using a Scholl shoe horn. Scholl, keeping Britain on its feet for over 100 years.